The last differentiator: Why authentic brands win the AI era

This is a guest post from Angeley Mullins, Founder & CEO of Aetheris Ventures. Angeley works with forward thinking Founders & CEOs to build & scale their revenue and AI GTM engines. She is also a seasoned Marketing & Commercial Executive ( CMO / CCO / CGO) with leadership roles across the US, EMEA, UK, & APAC.

The technology landscape is transforming at breakneck speed. Yet amid this whirlwind of optimisation and automation, the most successful leaders are discovering a counterintuitive truth: your brand, not your features, will determine who wins in the AI era.

The uncomfortable truth about revenue

Let’s cut through the noise. Your latest AI integration isn’t driving revenue. Your brand is.

Revenue has always flowed toward trust, and trust has always flowed toward brands that feel real. Companies with strong brands command higher prices and grow faster than their competitors. In the pre-AI era, this was nice to have. In the post-AI era, it’s survival.

When every startup can spin up ChatGPT-powered features in a weekend, when every SaaS tool starts looking extremely similar, and when every marketing message gets polished by the same AI writing assistants, the only sustainable differentiator is something that can’t be automated…your authentic brand story.

Beyond features: Why brand wins in the “AI Ranking Wars”

The AI revolution has created a new battlefield: ranking in GPTs and AI recommendation systems. As these tools become front and centre, brands face an unprecedented challenge. When ChatGPT or Perplexity recommends solutions, what determines who gets mentioned first?

It’s not just about SEO anymore, it’s about GEO ( generative engine optimisation). The companies investing in genuine brand building today are creating the signals that will drive AI-powered discovery tomorrow. When it’s GPTs generating responses and recommendations, how will you ensure that your business has the visibility and the differentiation it needs?

The interesting thing is that in the new world of GEO, content will still be king. When you do a search on ChatGPT, Perlexity, Claude, or Gemini, these GPTs still pull from original web content. This is one of the reasons why continuing your content strategy and also your brand messaging will be key to GEO and GPT recommendations.

The brands that continue to tell their authentic stories will be the ones that everyone listens to. While your competitors focus on feature parity and optimisation metrics, your brand will become the deciding factor over AI systems when sifting through recommendations.

“The future belongs to brands that remember what AI can’t replicate: authentic human connection and genuine value creation.”

Founder-led branding: The human touch that AI can’t replace

Founder-led branding works because it’s inherently human. When a founder shares their genuine vision, admits mistakes, or celebrates wins, it creates connections that no corporate marketing team can replicate. In the AI era, this human element becomes even more valuable as audiences crave authentic connection.

The most effective founder-led branding isn’t about self-promotion, it’s about transparently sharing the journey of building something meaningful. Your struggles, insights, and vision become the narrative that defines your company in ways that features and benefits never could. Some founders leading the way in this area are Victor Riparbelli of Synthesia, Amelia Miller of Ivee, Karolina Löfqvist of Hormona, and many others.

What do these founders all have in common? They tell their stories: what they are passionate about, how they are building their businesses, their struggles, and why their vision matters.

Building brand in the AI era

As AI tools make technical capabilities more accessible, brand becomes the ultimate differentiator. The companies that will thrive understand that while AI can optimise tactics, it can’t create authentic relationships.

The technology leaders who recognise this shift are already building the authentic brand equity that will drive sustainable competitive advantage. They’re not fighting AI, they’re using it as a tool while doubling down on what makes them irreplaceably human.

How do you begin your brand building journey?

Your brand strategy should focus on what remains uniquely human: your story, your values, your authentic customer relationships, and your founder’s genuine vision. These elements become more valuable, not less, as AI capabilities commoditise. Here are some key elements to remember:

1. Focus on what you believe: Telling your vision and story is just as much about what you believe as it is about your product. Connecting with your customers with your brief and vision will ensure revenue for the long term.

2. Share your journey: Great brands and great brand content focus on the inspiration of the journey. Share your struggles, setbacks, wins, and learnings. People want to connect with others and will buy from companies that they have a connection with.

3. Understand that product features will come and go but your “ vision and impact” will resonate for years to come. If your customers identify with your vision and can understand the impact you are trying to make, they will stay with you even if competitors offer more features.